More than a stay Hotels are becoming curators of culture
When designing a hotel, every element has an impact on the guest experience. Art and culture in particular has been proven to evoke an emotional response – often in a subtle, subconscious way. The Nord-Trøndelag Health Study (2006-2008), based on over 50,000 participants in Norway found that participation in receptive and creative cultural activities leads to better health and satisfaction in life, with lower rates of anxiety and depression.
It’s no wonder that today, more guests are looking for cultural experiences when they travel. Studies also show that visual art in hospitality settings influence people’s feeling and create more memorable, positive experiences for lguests. According to ResearchGate (and plenty more scientific studies), viewing aesthetic design activates the reward-related areas of the brain, which results in feeling pleasure.
Past the science, carefully curated artwork in a hotel can elevate the hotel’s ambience and perceived value. Additionally, it can showcase local art, provide greater authenticity and cultural immersion for guests and help to differentiate a hotel from competitors. “Hotels today have evolved beyond traditional hospitality; they are now cultural hubs, creative canvases, and community platforms,” says Nicholas Chalmers, GM at Paramount Hotel Dubai. A lot of focus is typically placed on F&B offerings, wellness facilities and other activations to provide those cultural experiences. However, the art and design of a hotel is an often-overlooked, powerful method to provide authentic immersion with the local surroundings.
“Art is no longer just décor; it’s a storytelling medium, a dialogue between the land, its history and its people. In a space where guests from diverse backgrounds converge, art becomes a universal language, fostering connection and curiosity,” adds Aida Murad, the first artist to showcase at The Ritz-Carlton, Riyadh and The St. Regis Riyadh.
Authentic cultural experiences through visual storytelling
For travellers coming to the Middle East, there is so much to discover. From walking in the footsteps of the Bedouins and meeting the magnificent Arabian Oryx, to admiring Arabesque designs with geometric motifs and ornate calligraphy that tell stories of the past, the region has a rich, colourful heritage that guests can immerse themselves in. Hosting these curious travellers, hotels play an important role in introducing their guests to local culture.
Hotel Indigo Dubai Downtown is does this with local storytelling integrated creatively at every touchpoint. The works from artists and designers in the region fill the space, from the uniquely carved wooden check-in desks to the hand-woven rug from Afganhista’s Fatima Bint Mohamed Bin Zayed Initiative – that aims to empower low-income Afghans, especially women. Sara Serpilli, art manager at Hotel Indigo Dubai Downtown says: “Art’s role at our hotel goes beyond aesthetics – it creates an emotional connection with our visitors and guests from all over the world. It helps cement Hotel Indigo Dubai Downtown in their memory and attracts travellers and first-time visitors who have heard about it and want to discover what our boutique art hotel has to offer.”
With more than 200 original pieces of artworks, design and installations, the hotel doubles as a modern art museum. To guide guests on their creative journey, the ARTin Hotel Indigo app acts a digital assistant bursting with the stories behind the artworks, all of which have been exclusively created from artists in the MENASA region for the hotel.
“I believe that art has a significant impact on regular guests, as well as casual visitors to our space and events. The biggest goal I set for myself last year was to make art and the ideas behind paintings and design pieces as accessible as possible to everyone, regardless of their background. I think it’s important to consider the idea of opening the doors of places like hotels to art and experimentation, precisely because of the nature of the business they are involved in,” shares Serpilli.
This belief is felt strongly at ME by Meliá Dubai. Designed by the late Zaha Hadid, the hotel honours her legacy by placing creativity and innovation at the heart of everything it does. “Art and culture play a vital role in elevating the guest experience and shaping a hotel’s unique identity. They provide more than just aesthetic value – they create opportunities for guests to connect with the spirit of the destination in an authentic and engaging way,” adds Elsa Lahoude, GM at ME by Meliá Dubai.
“Whether through curated exhibitions, collaborations with local artists, or immersive cultural programming, these elements transform a hotel into a vibrant cultural hub. They enrich the overall atmosphere, spark curiosity and ensure that every stay feels both inspiring and rooted in a true sense of place.”
Collaborations with the community
By showcasing local talent, hotels can play a significant role in promoting and preserving the region’s cultural heritage. Blending tradition with modernity, this symbiotic relationship benefits both the hotel and the artists, fostering a sense of community. It not only promotes local business, but also helps to educate guests on the local culture, traditions and other aspects that make a region unique.
The Mandarin Oriental does this by showcasesing a signature art piece throughout its hotels globally: the fan. Tailored to each location, the hotel collaborates with a local artist to create a unique fan that celebrates local heritage. Emirates Palace Mandarin Oriental, Abu Dhabi for example, worked with Abu Dhabi-based multidisciplinary artist Ahmad Al Areef to design a fan inspired by the history of pearl diving in the UAE. 200 pearls represent Abu Dhabi’s islands, while the rib of the fan is made with dhow wood to reflect the pearl divers’ boats. Local artisans, embroiderers and carpenters worked together to create the signature fan for the hotel.
In Qatar, The Ned Doha also contributes to the local cultural scene through constant collaboration with Qatar Museums, providing guests with access to exclusive exhibits and events that highlight Qatari heritage and contemporary art. This emphasis on art, community and high-end, tailored service through strategic partnerships provides guests with a luxurious yet culturally immersive experience, setting The Ned Doha apart in the city’s competitive luxury landscape.
Hosting an art collection featuring original works by regional artists, The Ned Doha celebrates local talent and fosters cultural connections. Its GM Massimilano Binda says: “Our extensive collection of original artworks, created by nearly 100 regional artists – many based in Doha and predominantly female – reflects our commitment to showcasing the rich cultural fabric of the area.”
Curating a cultural collection like this takes an expert eye. With her current role as art manager at Hotel Indigo Dubai Downtown marking her entry into hospitality, Serpilli has a background in curating exhibitions and events for galleries and cultural spaces.
She knows what social discussions the community needs, the artists that suit the brand and how to keep the cultural conversation going. “It’s great to see that the merging of art and hospitality is increasingly becoming a global trend,” says Serpilli. She shares how Hotel Indigo Dubai Downtown supports the artist community in many different ways. As partner of World Art Dubai, the hotel set out to award the event’s most outstanding artist a one-month residency at the hotel later this year – the 2025 winner was paper artist Masarrafatima Sulaimani.
Serpilli shared: “This is a wonderful opportunity for an emerging artist to put their stamp on the hotel, as well as experience its ‘soul’ during their residency. They will also have the chance to engage with Dubai’s artistic community and gallery network. Plus, our guests are sure to enjoy witnessing an artist’s creative process – live.”
Paramount Hotel Dubai also actively and continuously engages with local creatives – specifically filmmakers. Through its community initiative, the Paramount Screening Room, the hotel provides filmmakers a stage to showcase their creativity directly to their network. The flagship ‘We Create Drama Film Festival’ is its largest platform offering fresh talent a place to be seen. “In cities like Dubai, where diversity thrives, we serve as a conduit for cultural exchange, nurturing emerging talent and giving local voices a global stage,” says Chalmers.
“We offer visibility, creative freedom and access to our iconic locations as backdrops for storytelling and artistic projects,” he continues. “Our unique environment provides creatives – especially those typically engaged in commercial work – the rare chance to delve into narrative filmmaking. Additionally, we extend mentorship opportunities and valuable networking connections with influential industry leaders through filmmaking, immersive events and carefully curated cultural showcases designed for our guests.”
A moment in your eyes, forever in your lives
Rotating art exhibitions and pop-up events can help attract not only guests, but also local visitors to revenue-generating areas in hotels such as lounges and bars. ME by Meliá Dubai hosts an evolving range of immersive, cultural experiences, including the “Futurism and Form” sculpture exhibition, a captivating digital art installation and a series of live performances and workshops that engage and inspire its guests. Notable highlights from the past year include the series of art exhibitions as part of its Cultural Connection series. Marcos Marín’s recent exhibition featured over 60 dynamic works blending optical and kinetic art. The sensory experience explored themes of identity and transformation through portraits of global icons and Arab royalty.
“Art and culture play a vital role in enriching the guest experience at ME by Meliá Dubai. The hotel’s curated exhibitions not only elevate its reputation as a cultural hub but also foster a deeper connection between guests and Dubai’s rich local heritage. By supporting both local and international artists, the hotel strengthens Dubai’s position as a global cultural leader, while providing a platform for creative expression that resonates with a diverse audience,” says Lahoude.
The GM explains how the hotel actively collaborates with both local and international artists, hosting a variety of exhibitions, pop-up shows, and events that celebrate and support creative talent. “These initiatives are not just about showcasing art; they’re about fostering meaningful connections between global and local creative communities,” Lahoude adds. “By providing a platform for emerging and established artists, we aim to create a space where art transcends boundaries, enabling guests to experience the rich tapestry of global and local creativity. This commitment to cultural exchange enriches the guest experience, making each visit to the hotel an inspiring journey through the world of contemporary art.”
Temporary exhibitions can be used to tell more than one kind of story. During Ramadan earlier this year, One&Only The Palm collaborated with world-renowned calligraphy artist Karim Jabbari on a pop-up installation presented by ArtKōrero. The wooden, laser-cut installation with a poem inscription in traditional Islamic calligraphy invited guests to engage with the essence of Ramadan. Displayed at ZEST, where guests celebrated Iftar the interplay of light and shadow in the installation created an evolving visual narrative that mirrors the spiritual progression of Ramadan.
These are just some of the hotels in the region that are elevating the guest experience through art and culture. It’s clear that art and design is more than simply about nice aesthetics, but rather a powerful tool that can impact guests emotions and create a real connection between them and the region they are visiting.
Hotelier